Optimising labels: challenge embraced with the QR code powered by GS1
Legal info, product design, QR integration… every square centimetre counts. That’s especially true for Les Grandes Distilleries de Charleroi, where some bottles require near-microscopic precision to fit all visual and legal elements. We spoke with Nicolas Meyer, Head of Quality, and Elodie Servaes, Sales Administration Manager.
“Making the most of limited space is a real puzzle, especially on smaller formats”
Catering to multilingual audiences adds another layer of complexity. As a global brand, the distillery must communicate effectively in multiple languages. The QR code by GS1 offers a smart solution: one simple scan gives consumers instant access to clear, multilingual, and always up-to-date information.
Since 1906, Les Grandes Distilleries de Charleroi, based in Jumet, have been delighting lovers of spirits and alcohol-free drinks with nearly 300 bold-tasting products. Classics like Funny or Red Rope are part of their range. Their ambition ?To bring people together, with products that are diverse, affordable and accessible to everyone.
Half of their production goes to major retailers (namely Carrefour, Intermarché, Delhaize and Colruyt). A further 40% is sold to brewers, wholesalers, and specialist shops. The remainder concerns private label or export.
This balanced model, local roots, global outlook, needs modern tools for traceability and communication. That’s where the QR code fits in perfectly.
Because the future lies in the bottle too
Why adopt GS1 QR codes now? Simple: stay ahead. Tighter legislation, especially for wine-based products, and a fast-changing market drove the decision to act early.
"We chose to act before it became a necessity ," explains Nicolas. "With GS1 QR codes, we’re ready for what’s coming and fully compliant.”
There’s more: "No reprints. No relabelling. Just instant updates, anytime."
"It’s wiser to jump on the bandwagon now, master the tool, and turn an obligation into an advantage," he adds. Even more reason ? Right now, spirits producers aren’t required to list ingredients or energy values. Acting today means leading the way: ready to meet tomorrow’s rules and consumer expectations.
With support of the Vinum et Spiritus federation and GS1 Belgilux experts, the switch was smooth and methodical.
Step one: get to know the My Product Manager platform. Nicolas and Elodie ensured the product data sheets were robust and reliable. After that, generating QR codes was a piece of cake.
“It’s easier than we thought!”
Printing remains a key checkpoint: approving proofs and verifying the code’s placement are crucial steps to ensure compliance.
What one little QR code can unleash
Nine QR codes are already in circulation. Two are for their own wines. The remainder are for private label projects.
The feedback is clear:
🧩 Real-time information updates > no need for reprinting labels.
🧩 Speak your customers language > multilingual support.
🧩 Simplify your label > overall visual clarity.
🧩 Track every step > built for spirits.
🧩 Regulatory compliance? Smooth as it should be.
🧩 Instant product details > right on consumers smartphone.
"The untapped potential is huge and still underused," Nicolas states. "We want to go further: reduce label clutter and anticipate future legal and marketing trends."
For those considering the switch, Nicolas and Elodie have advice. Think customer needs, first. Go beyond the legal basics. Keep things simple, but meaningful. It’s also vital to fill the My Product Manager database thoroughly and accurately.
And above all: ask GS1 for guidance. Every question matters!
